After merely splitting U.S. market share with its Yahoo! search engine partner, Microsoft’s Bing came to its own decision. It’s “splitsville” for “Bing, The Decision Engine,“ and full-speed ahead with a more active, verb-oriented approach (an interesting Facebook paralell) that Microsoft launched with a different kind of television spot during the NFC championship football game on Sunday.

“Bing Is for Doing,” a campaign created by Publicis Groupe’s Razorfish agency (an ad group it used to own), features winter-sports athletes. The first spot tells the story of American snowboarder Kevin Pearce, whose tragic accident quashed his Olympic hopes through a narrative of Bing searches.

Ad Age reported in September that Bing was ready to kill the “Decision Engine” tagline created by former agency JWT and used since the relaunch of Microsoft search in 2009.

Bing director Lisa Gurry introduced a new ad campaign for Bing in a blog post Friday. The new campaign highlights “people doing interesting things. Bing has traditionally highlighted the decisions people make and now, with this new campaign, Bing will illustrate how decisions enable people to go beyond searching to doing.”

According to Gurry, the message to be delivered is that Bing not only pulls up information but helps people “get things done right on Bing.com” — including making dinner reservations or sharing links with Facebook friends.

“So whether you’re on your PC or on your phone, Bing has features designed not just to connect you to the information you are looking for, but also to help you get things done right on Bing.com. From making dinner reservations to sharing a link with one of your Facebook friends, it can all happen within Bing. With Bing, you simply get results you can trust that will get you quickly from searching to doing. Bing is for doing.

While Bing has improved its market share in the U.S. since its launch, so has search leader Google. Analysts contend that Microsoft’s 15.1% share compared to Google’s 65.9% has come at expense of Yahoo (14.1%), a Bing partner, whose position as the No. 2 U.S. provider was surpassed by Bing last month.

Larry Sivitz (Google) is founder, publisher and managing editor of Seattle24x7, the founder of SearchWrite Search Marketing, an SEO, PPC and Social Media Thought Leader, and an SPJ award winner for Seattle magazine.

What's Brewing

Windows 10 is now available to users in 190 countries as a free upgradeor with new PCs and tablets. Innovations such as Cortana,an Xbox app and Microsoft Edge are all in the package.
To download, start here.

The most secure Windows ever, Windows 10 is delivered as a service and kept automatically up-to-date with innovations and security updates.

A singular, unifying platform, the OS is available on the broadest range of devices, including PCs, tablets, phones, Raspberry Pi, Xbox One, HoloLens and more — including more than 2,000 devices or configurations already in testing.

An all-new Windows Store and Windows Software Development Kit is also now available opening the door to new and innovative app experiences on Windows 10.

Microsoft is celebrating the launch of Windows 10 with a new yearlong initiative to celebrate people and organizations making a difference around the world.

Microsoft encourages people to share how they plan to #UpgradeYourWorld and to vote for a global nonprofit to receive a cash donation by simply mentioning the nonprofit in a post on Instagram, Facebook or Twitter and using the hashtags #UpgradeYourWorld and #vote.